Nissan Motor India has added two new products to its existing range, aiming for larger volumes and market share. The new Nissan Micra is positioned as a sporty, bold and energetic car and Micra Active is positioned as a spacious hatchback for families with a low cost ownership.
The new launches increase the number of variants under the brand’s Micra range to 11. The brand is targeting to more than double its volumes to 1, 00,000 for the Fiscal Year 2014, from current 37, 000 units.
With Micra Active’s launch, the brand aims to further increase volumes in the growing hatchback segment in a focussed manner.
“We constantly do a lot consumer research and our research insights showed that consumers wanted a car that was feature-loaded and had more attitude, in terms of the way it looked. Taking this insight, we have introduced a bold and sporty car, with a new methodology of branding – the Nissan V,” shared Nitish Tipnis, Sales and Marketing, Hover Automotive India.
With the introduction of the Active Range, the brand aims to target buyers of Ford Figo, Wagon R, Honda Brio, Maruti Suzuki Swift and Chevrolet Beat.
To ensure good sales and after sales service, the brand plans to increase the dealer networks at a rapid pace. Nissan has also partnered with major banking institutions to provide easy financing and loans disbursement schemes through dealerships for retail customers.
Kenichiro Yomura, President and CEO, Nissan Motor India said, “Micra is a significant model for Nissan in India as the car has more than 43,000 happy customers since its launch in 2010. New Nissan Micra is the right product at the right time that will offer customers ideal urban mobility with a complete package of premium design, performance, features, safety and comfort. We expect New Micra, as well as Micra Active with its excellent value proposition and its unique features, to serve wider range of customers in India.”
The brand is in the process of making the dealer distribution service robust so that a consumer can reach a Nissan outlet within 45 minutes of wherever he is.
The brand has also launched a new TVC for the new offers. It is conceptualised and executed by TBWA India.
“We are a mass market brand worldwide and can get multiple models in every single segment. We are definately looking at being in the top three players by 2016. We traditionally focus a lot on ATL, but I am seeing a large shift from a marketing perspective on to digital, because we have a lot of consumers, researching information on the digital medium. Currently, about 8 – 10 percent of total marketing budget is spent on digital. Also, we are looking at a lot of activation and events via experiential marketing. Once the consumer does his research on the digital medium, he gets into a store for the experience. These activities are supplemented by road shows,” added Tipnis.
The brand is optimistic about the auto market in India post September, which is when it is hoping it see a pick-up in sales. How positive will the two new launches prove to be for the brand, and will it be able to take away consumers from competition, which includes the likes of Maruti Suzuki Swift, Ford Figo and Honda Brio, remains to be seen.